PROPOSED DIGITAL MARKETING STRATEGY TO INCREASE PURCHASE INTENTION IN ONLINE TRAVEL MARKETPLACE CASE STUDY OF PT HOLAHALO

• Main Author: Sopather, Kembara
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54533
• Institution: Institut Teknologi Bandung

Nowadays, Indonesia’s tourism industry rapidly grow. The amount of tourist every year, domestic or international, becoming a sign that Indonesia’s tourism sector is already growth. As the industry grow, the speed of technology changes, including online technology, affected consumer behaviour, particularly in puchasing service or product online. PT HolaHalo is a startup that offered service as an Indonesia’s online travel marketplace on the website. But, consumer purchase intention toward PT HolaHola is relatively low. Accordingly, the research objectives are to determine factors that trigger potential customer to purchase tour package with HolaHalo and also to develop digital marketing strategy to increase website user of PT HolaHalo. The author used the mix method of qualitative and quantitative research by conducting interview with CEO of PT HolaHalo and spreading online questionnaire to the respondents, which represent the target market of PT HolaHalo. There are several analysis that has been conducted in this research. First, external analysis was conducted using PESTEL, Porter Five Forces, and competitor analysis approach. Also, consumer analysis is conducted to find out UGC and website content are influencing emotion, meanwhile emotion and trust affecting purchasing intention. Then, STP analysis, RBV analysis, VRIO analysis and marketing mix analysis were conducted to find internal strength and weakness of PT HolaHalo. Furthermore, root causes analysis found that ineffective promotion, travel agent distrust toward HolaHalo, customer distrust toward HolaHalo, UGC that does not provoke positive emotion, and website that does not attract consumers are the root causes of bussiness issue experienced by PT HolaHalo. Then, the author proposes business solutions alternatives, which is based on the corrective action toward the root causes of problem. Finally, the author develops digital marketing strategy that is able to match the solutions and fits for business issue that PT HolaHalo needs to tackle, i.e., to increase consumer’s purchase intention.